Chipotle is sponsoring three big Counter-Strike: Global Offensive esports events this year. The popular taco chain is also hoping to get fans involved with the introduction of its Chipotle Challenger Series.
The fast food brand will become the official partner of DreamHack Masters Dallas, taking place May 31 to June 2, and DreamHack Open Atlanta, which opens on November 15. Chipotle also signed a deal with ESL to be the presenting partner of Intel Extreme Masters: Chicago, which has yet to reveal any dates.
Chipotle is also sponsoring the players’ lounges at these three events.
The Chipotle Challenger Series will take place at the DreamHack events in Dallas and Atlanta. These on-site amateur tournaments will be open to attendees of the Counter-Strike: Global Offensive events. Winners will receive not only a trophy, but also free food from Chipotle for a year.
ESL senior VP Paul Brewer said the challenger series is the epitome of what esports is all about, allowing pros and amateur gamers to get involved at these big tournaments.
“The Chipotle Challenger Series allows us to support new gamers, amateur gamers, and professional gamers with an exciting addition to the event landscape,” Chipotle manager Scott Robinson said.
EV/XP cofounder Dan Ciccone said the program was structured to give Chipotle a varied audience of gamers by rewarding fans for getting more involved at live events.
Chipotle is not new to the esports scene. The burrito chain has already sponsored Team SoloMid and OpTic Gaming in the past.
When that partnership was announced in 2017, OpTic Gaming’s CEO Hector Rodriguz said the partnership would promote the benefits of a balanced and healthy lifestyle. In 2018, TSM’s CEO Andy Dinh said that his team really believed in Chipotle, a place he admitted to eating at multiple times per week.